Inspired by the unique interplay of light and nature in Denmark, Georg Jensen’s new London flagship brings a sense of Scandinavian serenity to the heart of Mayfair. Designed in collaboration with AKQA, the showroom is a quiet yet confident expression of the brand’s enduring commitment to craft, material honesty and modern innovation.

Housed in New Bond Street, the space stands as Georg Jensen’s most significant retail concept to date — an environment shaped by the Danish luxury brand’s core principles of timeless design and a deep respect for natural materials.

Anchored by the conceptual theme of Scandinavian Light, our design draws on the soft, diffused glow of the Nordic seasons — translating it into an atmosphere that is both warm and restrained. Traditional materials such as ash timber, green marble, burr walnut, and zinc are rendered in minimalist, contemporary forms to create a space that feels familiar yet forward-looking.

The ground floor jewellery salon introduces a series of tactile and refined interventions. Marble-painted walls by Danish supplier St Leo nod to the historic streetscapes of Copenhagen, while continuous marble skirting and a curved monolithic cash wrap guide visitors through the space. Custom ash joinery and linen-clad display walls punctuate the journey with moments of calm, encouraging contemplation and conversation.